Test the Creative Concept
Les Concept Development phase involves using the creative brief to guide generation of creative concept ideas, testing those ideas with the intended audience, and using their feedback to select a single creative concept. This iterative process of testing ideas involves incorporating feedback from the intended audience and retesting.
Test the Creative Concept
Does the creative concept resonate with the intended audience?
By the end of this step, you will have shared the storyboards with your intended audience and collected feedback to further refine the campaign concept.
How to conduct this step and achieve its main objectives:
Testing the Concept Among the Audience
The objective of concept testing is to understand how the creative concepts resonate with the intended audience, including what they like or dislike. It is normal for the final campaign to look nothing like any of the creative concepts that you test. At this stage, rather than being protective of the concepts, it is best to have the mindset that you are going to fix what is broken.
Concept Testing Study Guide
Suggested time:
1-2 days to adapt guide, 5 days for field work
Participants:
Core design team; RMEL unit
Example: Concept Testing Study Guide
This example of a Concept Testing Study Guide for a campaign shows how feedback is collected and how concepts are later compared and ranked. It also includes a report template that helps streamline feedback collection to ensure focus on actionable takeaways and recommendations. For efficiency, you should avoid long narratives that take extra time to both read and write.
Effort required:
